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How do you do that? By identifying that special quality that makes you stand apart, and gives the service that you provide a unique component unavailable from any other agent. Then you “brand” your product with a custom logo, and present it with a tailored marketing presentation.
The process of augmenting the basic sales service offered by every agent centers on you, and what you do that makes your product special. Its the attitude you have, the personality you impose on the transaction, the experiences that qualify you to supervise this most important event in the life of your customer. Once that product is defined and packaged, your product is unlike any other. It is truly unique and special and is only available in limited quantities from only one source... you.
With a specialized product, the final element of the marketing mix, promotion, can become more effective. Promotion will allow you to communicate the special nature of your new product to the consumers that seek a unique approach to their real estate needs. As with any promotional strategy, the success of the program hinges on consistency. Every activity needs to build on every preceding activity. Every client contact needs to identify the product offered. Every level of communication needs to bring the special product to the attention of the contact. Just how is that done? With marketing materials professionally designed to present your unique real estate service.
Once your product is defined, an agent logo is prepared which allows you to brand your service. This logo becomes the central element around which your marketing materials are built. An agent marketing brochure is designed, descriptive of the elements that personalize your service and make you stand apart from the crowd. This brochure is designed to establish that personal frame of reference that is so important in the real estate sales process, providing you with a means to establish a personal, in-depth relationship with your customer faster and easier.
The third tool available is personal stationery. Most agents have a ready source of corporate letterhead and are encouraged to use it to contact prospective customers. All agents who take advantage of this system deluge the market with material that establishes the corporation as a credible force in the real estate community. That same power can be transferred to individuals once they realize that awareness comes from cumulative consistent contact. Everything you do adds to the impact that your program will have, everything. Each letter, business card, brochure and sale adds to the impact you have in the real estate community.
Prospecting by its very nature builds future sales. Promotion materials must be affordable so that they can be widely disseminated, yet polished enough to set the agent apart. Post cards that fit within the product definitions are ideally suited to this purpose. Agent prospecting cards are designed to set you apart, to use color to attract attention, to be purchased in quantity to keep unit prices affordable, and can be customized by you in your office in minimal quantities to maximize their flexibility.
Completing the program is a listing flier for use by the agent to illustrate individual property available, and customized ad formats designed for placement in standard sized real estate booklets which are usually available in most markets.
This coordinated program provides the materials for a consistent promotion program keyed to an individualized product offered by the sales agent.
